Few would argue that creating and maintaining a strong brand identity is vital in 2019 and there are more tools, tips and techniques out there than ever before. However, the mainstay of successful branding – compelling content – is becoming increasingly video based. In fact, video will be included in about 80 percent of all content produced this year.
There’s a good reason for this. Images and video make a bigger impression than text does and studies have shown that people can recall 65% of the visual content they see for up to three days .
This effectiveness has not gone unnoticed. In a HubSpot survey  last year, 54% of respondents said that they wanted more video from the brands/businesses they support. While research by Social Media Examiner  revealed that savvy businesses plan to increase their use of video (77%), visuals (68%) and live video (63%) in the future, ahead of blogging (57%) and podcasting (25%).
The consistent touchpoint challenge
However, taking advantage of this demand for video is not necessarily straightforward. While audiences are lapping up visual content, they often don’t know who’s made it. Clear branding can make an obvious difference here, from consistent use of logos in watermarks to approved and up-to-date brand assets, such as product shots, interviews, animations, b-roll footage and purchased stock, not to mention intros, outros and transitions.
It might sound simple, but consistency is key. Brand identity can suffer if it’s not reinforced by all employees at every touchpoint. One of the major challenges to this is internal fragmentation and siloing, where brand assets aren’t widely accessible to everyone that needs them. This can lead to versioning errors (where an old logo might be used), duplication (where one team creates content that already exists) and delays (where assets can’t be located in good time).
Getting the details right
It’s here that a flexible media management platform can make a difference, giving businesses the ability to collate video materials in one place and to apply consistent branding to them. Imagen, for example, enables companies of any size to upload all video types (individually or in batches), apply metadata and detailed tagging (both manually and automatically), and then securely store them in a searchable central archive.
This not only ensures that technical details, such as correct file formats, copyright permissions and usage rights are universal, but it also creates a single point of access to video assets for the entire organisation. So, no more hunting around the company intranet or phoning IT to check obscure FTP servers that nobody can remember the password to.
Umbrella brand guidelines
This consistency carries across into the branding of video content too. Whether through automatic watermarking or burning graphics into specific workflows, using a media management platform means that standardised brand procedures can be followed seamlessly, because they are automated and applied by default.
Not only that, but granular segmentation means that some workflows can be siloed (due to confidential content, for example) and only accessed by specific job roles; or entire workflows (from the marketing function for example) can have bespoke brand treatments applied. The result is that video content is accessible to all, but umbrella brand guidelines are automatically applied, resulting in consistency across all channels and touchpoints.
Such consistency might seem feasible to implement manually. But it’s far from easy. With corporate video being pressed into service in functions ranging from Snapchat to Facebook, animated GIFs to YouTube presentations, it’s essential to ensure a consistent approach from the outset. Editing in new brand bookends after the fact rarely works well.
Imagen enables brand-boosting engagement by simplifying video embeds in third party websites, emails, blogs and presentations, sharing on social media including Twitter and Facebook, as well as native support for automated email and RSS notifications.
Unparalleled delivery pipeline
Of course, the best and most consistent branding is useless if it’s not delivered impeccably. With Imagen, brand identity can extend from the assets to the design of the portal you use to deliver them. Behind-the-scenes, elastic cloud resources offer scalable bandwidth, storage and compute power for any size of business or organisation, removing frustrating bottlenecks that can dent reputations and ultimately increase costs.
In short, video is an increasingly important vehicle for brand identity creation and reinforcement, as well as growth and engagement. Ensuring that video is managed correctly and delivered professionally is a key step in harnessing the power of digital branding today, and certainly in the future.